It used to be I woud get tired of everyone telling me about their plans to open an Internet cafe and make millions. Unless you serve alcohol, it seems almost impossible to make that business model work; I've seen four or so open and close in my area in the last couple of years alone. It's now to the point where I shake my head sadly every time I see a bank of computers being set up.

Now I'm being told the real money is in video game championships and tournaments. How do you get your name out among the dozens of videogame promotions? You could ink a deal with a network. You could pattern yourself after the Olympics. Or you could just go ahead and blow all your credibility instantly and partner with AOL. You want gamers to take you seriously? Open your mouth and say things like...

"AOL has always been a leader in digital entertainment and is a powerhouse when it comes to building online communities and developing and presenting compelling multimedia content," said Matthew Ringel, CEO and President of Games Media Properties. "Tapping into AOL's global presence is an opportunity to introduce competitive gaming to millions of consumers and help expedite the growth of eSports. We are looking forward to working with them and feel that they are a great partner for the World Series of Video Games."

Whenever everyone says the word "eSports" I throw up in the back of my mouth a little. Of course, we're all holding out for videogames to crack the Olympics—that's the real goal here, right?

All the money and partnerships won't disguise the fact that for most people watching other people play videogames is boring. Even when we're forced to do it at home, we're mostly just itching for our turn at the controller. While I enjoy watching high-level play of games like Street Fighter and StarCraft, unless I'm trying to pick up pointers or already know everything about the game, there's just no draw. Add the fact that the "athletes" playing these games look mostly like I do (pale, with some unfortunate facial hair) and you get professional athletes that are nearly impossible to market.

It's not that I don't think professional gaming can work, I just don't think anyone has nailed the combination of treating serious gamers with respect and also courting the mainstream, casual gamer effectively. Will it happen? I hope so. Until then, no amount of strategic partnerships will help.